虛擬實境在近幾年興起，並被認為虛擬實境可以為使用者提供沉浸式體驗，
提升使用者的使用意願。而遊戲化也是近年常被提出的想法，遊戲化物件與遊戲
機制可以提高使用者的動機，提高參與程度。本研究將以健身車為例，探討虛擬
實境與遊戲化機制在健身運動上的效果，目的要探討這兩種設計是否確實能產生
預期的效果，並以沉浸理論來詮釋這兩種科技對顧客體驗與滿意度的影響。
本研究採用2X2的雙因子實驗設計，分為一般健身車、遊戲機制健身車、VR
健身車與VR遊戲健身車去進行實驗，一共收集了120份問卷，藉由SmartPLS 3.0
與SPSS 24進行資料分析驗證所提出之假說，以分析VR及遊戲機制對沉浸，顧客
體驗，及使用者滿意度的影響。
研究結果顯示，沉浸對於顧客體驗與滿意度皆有正向顯著的影響，而顧客體
驗也對滿意度有正向顯著的影響，而後滿意度對於持續使用意圖也有正向顯著的
影響。在沉浸對於顧客體驗的正向影響中，VR遊戲健身車與一般健身車有非常顯
著的差異，VR遊戲健身車也與遊戲機制健身車有顯著的差異。而搭配VR與搭配
遊戲機制的健身車，在沉浸對顧客體驗的影響上也與一般健身車有顯著的差異。
最後本研究也依據研究結果提供一些建議給未來想研究相關主題之學者。

In recent years, the application of virtual reality (VR) has risen and VR is
considered to be able to enhance users' satisfaction and intention to use. Gamification is
another mechanism that is gaining popularity recently. This study investigates the effect
of these two technologies on user satisfaction and continuance intention when they are
applied to the fitness industry, and uses the exercise bike as our experimental
instrument. This study takes the flow theory as our theoretical perspective to interpret
the influential mechanism.
A 2x2 experiment was designed, which includes four scenarios: general exercise
bike, exercise bike with gamification only, exercise bike with VR only, and exercise
bike with both VR and gamification functions. The subject exercised on the assigned
vehicle randomly and filled out questionnaires afterward. A total of 120 observations
were collected. The data were analyzed with SmartPLS 3.0 and SPSS.
The results show that (1) both VR and gamification can generate significant effect
on higher flow experience, (2) flow has significant positive effects on both customer
experience and satisfaction, (3) customer experience has a significant positive effect on
satisfaction, and (4) satisfaction has a significant positive effect on continuance
intention. Our findings indicate that VR and gamification are useful in increasing the
flow experience of the exercise bike users, which will further increase user satisfaction
and intention to use continuously. Future research directions and suggestions for
practitioners are discussed.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 v
表目錄 viii
第一章、 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究流程 4
第四節 章節結構 5
第二章、 文獻探討 7
第一節 虛擬實境 7
2.1.1 虛擬實境之簡介 7
2.1.2 虛擬實境之類型 7
2.1.3 HTC Vive虛擬實境裝置 8
2.1.4 虛擬實境之應用 9
第二節 遊戲化 13
2.2.1 遊戲化之定義 13
2.2.2 MDA遊戲架構 14
第三節 沉浸理論 17
2.3.1 沉浸理論之定義 17
2.3.2 影響沉浸狀態之因素 17
第四節 顧客體驗 19
第五節 滿意度 21
第六節 持續使用意圖 22
第三章、 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 問項定義與衡量 26
1.3.1 沉浸 26
1.3.2 感官體驗 26
1.3.3 情感體驗 27
1.3.4 思考體驗 27
1.3.5 行動體驗 28
1.3.6 滿意度 28
1.3.7 持續使用意圖 29
第四節 研究設計 30
3.4.1 實驗環境 30
3.4.2 實驗對象 31
3.4.3 實驗流程 31
3.4.4 遊戲機制 33
第五節 資料分析方法 37
第六節 前測 39
第四章、 資料分析與研究結果 41
第一節 樣本資料分析 41
第二節 各變項之統計分析 44
第三節 信度分析 49
第四節 效度分析 50
第五節 共同方法偏差檢測與模型配適度 53
第六節 研究假說驗證 55
第七節 延伸分析 58
第八節 路徑係數差異分析 60
4.6.1 個別路徑係數分析 60
4.6.2 路徑差異分析 65
第五章、 結論與建議 71
第一節 研究發現與結論 71
第二節 研究限制與未來可研究之方向 73
參考文獻 74
ㄧ、英文文獻 74
二、中文文獻 79
附錄 80

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二、中文文獻
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［6］ 商業週刊。六塊肌價比真金！Airbnb股東、超商都搶撈。
http://www.twtrend.com/share_cont.php？id=62
［7］ VR+。Facebook。https://www.facebook.com/VRPLUSTW/
［8］ HTC Vive blog。https://blog.vive.com/tw/
［9］ 數位時代-虛擬實境。https://www.bnext.com.tw/
［10］ 翻轉教育-親子天下網站。VR如何為教育學習提供創新價值？https://flipedu.parenting.com.tw/article/4642